6 GOLDEN Rules Of Logo Design (Logotype) - 100% Essential!
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- čas přidán 29. 06. 2024
- We're looking at 6 of the most important golden rules of logotype when designing your logo.
Here's the FUTURE of logo designing: • Are You Ready For The ...
The logotype is half of your logo, meaning if it fails then your logo design fails entirely. Follow these rules and you'll likely end up with awesome logo designs, realise how to design a logo properly, and be one happy graphic designer.
I've made a separate video on the golden rules of logo design, but todays video talks strictly about the logotype. This is the typography or text that makes up the logo. However, it isn't just a case of slapping your favourite font onto the logo design itself. Nono. You need to carefully think about it from the point of view of the target audience, and how they can be affected by your logotype choice.
Logo designing goes way beyond what many people think. In this tutorial I hope that you can become the best graphic designer that you are able to be.
If you found todays video on the golden rules of logotype design enjoyable or useful, let me know in the comments section and drop a like on your way out. Subscribe to stay updated to all of my uploads and until next time, design your future today, peace ✌️
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The work is protected by copyright, produced by Satori Graphics®
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0:00 Are You Serious About Your Craft?
0:10 Rule 1: Don't Do This
0:21 How Bad Can It Get?
1:26 The Remedy
1:47 Rule 2: Marketing Is Crucial
2:19 Real Case Example (Honda)
3:41 Simple & Powerful Teaching
4:16 Rule 3: Scaleable
4:44 The Remedy
5:01 Major Logo Mistake
5:14 Rule 4: Don't Auto-Kern
5:40 The Eye Trick & More
6:10 Rule 5: Font Pairing
6:41 Taglines Talk
7:04 Rule 6: The Dreaded 'T' Word
• 6 GOLDEN Rules Of Logo...
🔥 Take Your Logo Design Process To New Heights here: logodesignprocess.com/
or on Gumroad here: satorigraphics.gumroad.com/l/logoguide
You can learn about some advanced logo design rules right here: czcams.com/video/nAqY9SbcPAU/video.html
Here's the FUTURE of logo design: czcams.com/video/9ybVEJvvdvs/video.html
Small mistake, Zara is a Spanish brand. Own by Inditex (still Spanish). Created by Amancio Ortega in Galicia.
I can't afford your e guide.
Help me
@@lgz82 correct
Dont buy crap from posers online
*Golden Rule for Headlines, Titles, and Claims*
*Never capitalise* _the, a, and, or, but,_ *nor* _any preposition _*_shorter than_*_ five letters_ (unless it’s the first word of the headline/title, of course).
► Honda got it *right:* 3:37 “The Power of Dreams” - you did *not:* 4:00 😘
Zara isn't an English brand, is from Spain
yh, he doesn’t know shit jus talking to talk
I would like it from England 🏴
Who?
I Love Zara's redesigned logo! it's okay to break the rules sometimes
you have to know the rules to know how to break them :)
@@salomehernandez5547 I that case, I think the designer who was hired by a international brand, knows.
Thank you for this great video Satori!
As for Zara, when the new logo came out I was also confused. But with time I find it amazing. Just yesterday I was in Zara buying a jacket and I've taken a closer look at how they've implemented the logo on the inside of their clothes. Only then I realized that one of the main reasons why their letters are so close to each other is - you can print the logo much bigger on clothes than before, where the logo was wide and shallow. Now it's like a rectangle and can be seen way better. Also, in the Zara store I visited, they still had the old logo above the cash register. The old logo doesn't look nearly as creative as the new one.
I like the new Zara logo. It's unusual but with time it settled really well.
I agree with you. When I saw him use the Zara logo as an example, I argued with him in my head that the concept is brilliant. It may disobey principles graphically, but it makes for a unique brand identity.
I totally agree too, sometimes when rules are broken the result is more memorable and unique.
Not everybody can break the rules, but those who can are amazing… Zara’s logo is one of those cases where the rule got broken with intention and meaning… is great
Hi thanks for the comment and opinion. I replied to somebody who commented something similar, and so I will paste that response here.
The problem was a need for more room, or moreover, that the design needed to fit into a less wide space. Instead of cramming the logotype together in an ugly fashion, the designer could have thought of a novel and original design solution to solve that problem. Instead they merely bunched the lettering up together as an eye-sore. How is that ahead of it's time exactly lol? A cat could literally do the same thing by accident while walking along the keyboard.
The majority of designers in the community agree with this notion, and those who disagree either have some sort of attachment to the brand, or don't understand good design. Design is a problem solving exercise, and this was one of the worst solutions to that problem.
@@SatoriGraphics I am also going to respond my reply here, simply because I think these arguments are subjective.
These are bad arguments you're making. "Merely bunched up the lettering together as an eye-sore" is like someone saying that the National Geographic yellow rectangle logo is "merely a simply rectangle that communicates nothing." And THEN saying that most graphic designers share the same notion. This is a fallacy.
How about the notion that MOST designers are actually pretty bad at designing, and aren't as experienced as someone who gets to design for a $13 million-a-year profitable company such as Zara?
How about the notion that the company that owns Zara saw a significant rise in their stock prices, starting from the time of the logo redesign until 2022? How else can we measure success here if not through a business lens?
How about the notion that it's super on-brand for Zara or any "high-end" clothing brand to lead innovation within their industry? This is especially true in the fashion industry. How about the fact that all fashion brand logos look pretty similar and this was the best way to stand out and start a conversation?
For someone who talks about marketing, you're leaving out a lot of the marketing favor this new logo has, and instead are focusing on merely the aesthetics, which is a terrible way to critique a logo.
The Zara logo is great, and ahead of its time design wise imo. I think the criticism of it screams 2010s twitter "graphic design is my passion" type people.
i also find it appealing, thought something's wrong with me...
Please explain why it's ahead of it's time?
The problem was a need for more room, or moreover, that the design needed to fit into a less wide space. Instead of cramming the logotype together in an ugly fashion, the designer could have thought of a novel and original design solution to solve that problem. Instead they merely bunched the lettering up together as an eye-sore. How is that ahead of it's time exactly lol? A cat could literally do the same thing by accident while walking along the keyboard.
The majority of designers in the community agree with this notion, and those who disagree either have some sort of attachment to the brand, or don't understand good design. Design is a problem solving exercise, and this was one of the worst solutions to that problem.
@@SatoriGraphics I have no attachment to the brand and I do understand good design, and I still think the Zara logo works. Not sure why you think those are the only two possible reasons anyone would like the redesign. Whether you think it was a good solution to the design problem at hand is really irrelevant. Whether it was done on purpose is also irrelevant. Also, the notion that the majority of designers in the community agree that it's bad is irrelevant. I don't even understand how you can claim to know what the majority of designers think. At the end of the day, regardless of whatever "rules" are in place, creative solutions are always judged with some subjectivity.
No, its garbage. And the word sounds terrible. If it was supposed to be sounding like luxury it should be tzara not zara
@@86Corvus how about "czara"?
The upside down technique is really good! It does change my bias.
Really good tip there Sir. Thank you so much.
Zara's logo broke the rule, but it's unique and memorable, it makes people pause and look at it, and it also looks more fashionable than the previous logo. The high-contrast serif font detail also made it work
Sometimes you just gotta break the rules.
Thank you for these amazing rules !! These will help my logo designs look good and unique.❤️
The show is The Apprentice. I remember watching those particular episodes, my eyes started bleeding - and the saddest thing is that they collaborated with actual design studios for the visual identity... 🤯
Great content, btw!
Thanks so much for these videos! Great tips and very concise presentation. I wish i had found your work sooner, there’s a lot of really long-winded design tutorial channels out there especially when it comes to adobe illustrator stuff, and you do a great job at speaking/presenting in a way that is efficient and easy to understand! Also haha @ 5:42 I don’t even need to squint to do that trick because i’m super nearsighted, all i need to do is take my glasses off and move about a foot away from the screen for everything to become blurry and illegible :D
hey thanks for the comment.
Glad to hear that eye problems can have advantages :P
I love your videos. I always get to learn something every single video. I am an aspiring graphic designer and been watching your videos since I started this journey.
Great to hear that Mary Ann, and hope you keep growing as a designer 👍
Thank you so much for your video! It was informative and fun and so easy to consume! However since I am into filming and photography may I just give a little tip. If you turn to your left actually and let the darker side of your face towards the camera it will be better lighting composition. I know it does not sounds logical in the beginning but I am sure it will escalate your videos to a new level
Hell yeah... lol We need to see those shadows at the right angle. Film knowledge.
This is soooo true!! There is a restaurant in my neighborhood that is so confusing because they replace the letters are jumbled up together and the "O" looks like a fancy symbol. So while the restaurant is called "Opera" - most people think it's "Pera" or "Pero." It took me a while to figure out that the "O" isn't a design. LOL
Exactly! It's just not a wise idea
That was an eye-opener!! Thanks for this informative video
BROOO thankyou so much, this really helped and the tutorial was really easy to use as well :)
Best advice I ever had in regard to public speaking was to talk slowly.
Your pace of delivery is spot on.
Add that to the cracking content and you've knocked it right out of the arena.
Legend, thank you. 🌞
Really appreciate that Mike, cheers buddy
Thank you! I’m just finishing computer design professional school ! I’ll use your info! ❤
great to hear thanks
Actually an really amazing video! Thanks for sharing those, especially the flipping upside down tip was to this point definitely new to me. As a beginner those Videos help alot! Take my like. :D
Btw, Zara is not an english fashion brand but spanish, from Spain, it belongs to the Inditex Group by Amancio Ortega. Its horrible what they did to the logo xD
one of the most informative videos ive watched this year! thank you so much for helping us all. Your videos are so well done! What you do is brilliant!! ♥
Wow, thank you for the feedback
You're awesome! This is so helpful
Thank you Satori I have been your active viewer for some years now and it has 75% change my design sense.
Your color theories video is a top notch
Excellent!= stuff, cheers John
Satori you have helped me a lot with this tutorial again, especially with the first golden logo l was doing that and now l know how l am supposed to do it perfectly., Keep up the good work and thanks.
Glad I could help, and thanks for the feedback
Half way through the video I realised I was watching Satori Graphics (I have been a subscriber since lockdown). Hadn't seen your face in a video. You're lovely. Do more of these talking heads.
IT WORKED, THANKS I'VE BEEN LOOKING FOR THIS FOREVER, BUT NO TUTORIAL COULD EXPLAIN IT AS YOU DID
Many years ago, I heard a speaker telling marketers the vast major of their project budget should be dedicated to research. Once you know your audience, you can design materials that will produce the best ROI. Thanks for another great video!
absolutely. If you don't know the target audience then there is no way a brand or company can properly sell a product effectively
Hi thanks for your video. Regarding the redesign of ZARA which is a Spanish brand, not an English brand, I totally agree with you that they shouldn't had done that rebranding. Just to clarify here a bit. The redesign was done by one of the iconic French Creative Director Fabian Baron on the 90s and 10s in terms of fashion magazine design. However the problem is that pulled the old fashion fashion trick of tracking/kerning Bodony type. What he hasn't really realized is that that doesn't work for branding, specially for a shop name that needs to be seen from far as well as reproduced in all sort of mediums. I do have to say from the most basic type choice, that the previous font told fashion men while the rebranding font is now fashion for women. Thanks
yeah I made an error during the research of my video.
Thanks for the insights
I know the kind of people who go to Zara. I can tell you that it wouldn’t change anything if they just switched to Comic Sans MS in uppercase for their logo. People go to Zara because it’s in the mall where they are shopping. That’s all.
@@xl000 actually Zara is much more than a logo, even though is not may first point to buy, it is a good place to go if you want to know what's going on in fashion, let's be honest we can't compete with hundreds of people researching plus information from what millions of people are buying and creating across the world and creating new garments and making them available in days. We like or not Zara, has been the most forward company in fashion business worldwide.
Will Comic Sans work? well, they proved that you can become the most successfull fashion brand in the world without doing ANY advertising during 40 years. I think that's good enough. Would a logo font matter? I also don't think so.
@@content1 I have worked in fashion for more than 10 years on and off, and as much as I hate on Zara because of the standards they set in Fast Fashion- they are by far the BEST trendy fashion "high street" brand. From designs, fit, quality ad just sheer ability to translate runway into extremely wearable designs, they are really good at what they do.
good work king, love you
The golden rule should be that everything is subjective in the end. Most time the product sells itself due to its reputation so the logo is just something to identify it by. Honda has a reputation for building long-lasting, fuel-efficient cars that perform exceedingly well which means less of a money drain for a middle class person not because it symbolized luxury.
Top top top!!! Thank you!!!! Looove you videos!!! I learn more than in my Institute. And do you think this kind of rules help with UX/UI design too or we have to adapt them?
Thank you for this🙌
Yes, you are so right about avoiding trend, I think many ppl would fall into this😃 thx for your sharing! Knowledges half of the battle😆 thx you!
Absolutely! Cheers Lio
always awesome videos. Thanks!
Thanks man
WHY is letter replacement with art/object a golden NO NO? So many wonderful examples are there.
He made some solid points about misreading the logo and not being able to recognize that it's replacing the letter... but at the same time, I feel like it's up to the designer's ability to find a way to make the design to come alive the way you intended it to be perceived. You have to trust your own judgment on this point. I agree with a lot of what he said... but I also believe that there have been some decent examples of it actually working for other applications. I've designed for multiple clothing lines, and worked in a print shop for a good amount of time in my early stages of designing. For a t-shirt design, there are ways to make this work and be able to make it noticeable. For a logo design, it's a lot harder though, because you want to create a sense of familiarity with the consumer. This matters when it comes to the masses. What WE may be able to see (since we're the ones designing the logo) the average consumer might not be able to. The safe thing to do is... just not do it. You want to simplify the brand enough to NOT confuse the consumer.
Your video is amazing and keep up the good work!!!
Thanks man :)
love the new look!
lol thanks Star!
The (relatively) new Zara logo KILLS ME. I can't get over it.
I do not know Zara or what they do, or what the old logo looks like. But if I were to judge solely based on the actual version with tight kerning vs the sample with normal kerning, I would say the new Zara logo really does well. The tight kerning made it really unique. Once one understands the principles and why they are needed, one can move beyond them. For example, if the goal is to add more kerning to make it more readable, what happens if a rebranding is done after the brand is already well known and can still be identified without picking out each letter?
Nevertheless, I agree with all the principles you've mentioned. But you should really reconsider using the Zara logo as an example.
Also, he doesn't know Zara is a Spain-based company and not an English one.
I totally agree, I think yes there are design principles, but you can break the rules once you know them and as long as its intentional, and I believe the Zara work marks kerning was completely intentional!
well it's all actually easier than we think. the tighter kerning that has been used in fashion design for the last 15 years is the best if not the unique solution to make the Zara logo more visible when is built inside a circle for the logo profile in social media icons. which is what most matters this days even more than the shop front logo.
@@content1 😃 that's an interesting point. I just learnt something new. If it is not too much work, can you point out a few more examples or content that talks more about this concept?
@@BigioBio 😅 I'm sure you're making a good point, but you'll need to educate me a bit. Please, can you explain how being a spain-based company changes the way the kerning is considered?
Great tutorial, links and program worked fine for
as always great explanations tutorial. Many thank 👍
Cheers Damian
These are absolutely perfect. THANK YOU
Cheers man
Wholesome and concise. Big thumbs up!
tyty :D
Zara's redesign is very cool. Better than the old, ancient, logo.
Can you tell the font used?
Thank you, it works perfect!
I learned lots of new things from this video. Thank you so much.
hey that's awesome thanks
Simply amazing !!!
thanks man!
This guys channel is pure gold!
thanks a bunch!
Another amazing video like always 👏🏻
Oh and nice look by the way is it important meeting or a date? 😁
lol nah, I just fancied like a change for this video. I do wear things like this while out and about from time to time
I was sweating bullets each time you transitioned to a new section 🤣happy to see I'm on the right track.
Just an appreciation. Zara is not an English fashion brand, it actually is an Spanish fashion brand.
I have to tell you that I am a regular viewer and really love your content and appreciate the wisdom of your advice but I find rule no 1 somehow debateable.. It makes sense because your point is to emphasize clarity but because of the subjective nature of perception, there is no rock solid science like tons of research or mathematical equations behind this to make it an absolute rule. However, I understand the logic which is : '' don't replace the obvious with something less obvious''. That said, as you know, some symbols or icons are almost universally recognisable by almost all cultures and therefore are likely to achieve a better communicational result than a letter and give the logo an artistic edge with better retainability.. Who doesn't remember the I love NY logo?
I get your point, maybe if you think of design as a problem solving method and not as art it will give you more clarity. Art is subjective to one's perception, design has to accomplish a functional goal to an audience, regardless.
@@ivsonaguiar4979 For me at least, design to be interesting, optimally, has to involve an artistic angle to it.. However it can be strictly functional and reach it's goal .However, it's less interesting and I wouldn't be surprised, that the more creative or artistic logos, have a better retainability..
@@BedeLaplume Yeah, I agree with you on that. Our challenge is to come up with something that is equally creative, asthenic pleasing and functional 👍
I think as general rule of thumb, rule number 1 is a excellent advice "Readability and Clarity" over "form and shape" (some even argue over color) but as all rules, in some situations someone can get away with it breaking the rule.
The More wide spread products or service the more readable the brand must be (Wider audience) ; in the other hand some Niche and new products can get away breaking this rule because they need instant association between the brand and the product.
Brand name, Audience, phonetics, geographics, what typeface and culture play an important role part on it.
The bad thing about it is completely related to rule number 6, universally recognizable symbols and graphics (or very attached to a "word") can become trend quickly and someone can run in many designs looking the "samey" in aesthetic (less brand retainability and less brand recognition).
I agree with you, I didn't like rule number 1
*Zara is a spanish brand ;)
cheers
Yessirrr - am feeling professional right now. Thank you
happy to hear that
cam on ban giong noi de nghe , huong dan chi tiet tan tinh , xem tren youtube de hoc nhieu ma chua thay ai ung y va duoc nhu ban
cool! i enjoy your content
Really happy to hear that Deyna, thanks :)
Thanks for this nice content
So much thanks for this Video ❤️
Glad it was helpful!
Useful Video... Thank you ❤
hey thanks Navin :)
Hello there , I really like your videos , I learned a lot from you , thank you for the effort u are doing for the community of designers , but I have a request , can u do a video about HOW CAN WE DO RESEARCHES TO GET THE BEST RESULT ABOUT THE QUALITY THE TARGET AUDIENCE etc ..
THANKS ALOT MA MAN IT WORKED FOR ME SURE TOOK A WHILE BUT ITS GREAT
Loved it :)
Glad you liked it!
Really great video, I recently found your channel and I’m lovin’ it!
One thing though. Zara is not an English fashion brand, it’s Spanish. The crown jewel of Amancio Ortega’s fashion empire: Inditex.
Thanks and yeah I made an error there
Really helpful
Good job!
Sir thanks for this wonderful content.
Most welcome
Thanks I enjoyed your video. Making a logo now
Awesome! Thank you all the best
Excellent. The first pri ciples of logo design that seem to have been forgotten by the so-called trend setters.
Never forget the fundamentals 👍
Nice tutorial
Great information
Glad you liked it
that Shinka Bold font is gorgeous...
Thank you!
Brilliant video
ty ty
Love ur channel
Thanks Rob!
Welcome … I guess I have to go back to one of my potential customers.. and tell them not to use “cookies” to replace the letter “O’s in the word COOKIES as their logo. Example :
C🍪🍪KIES 🥺😞
Best Author
Seventh Golden Rule. Be beautiful and harmonious. You could in effect follow all the previous rules and still create something ugly. A good designer knows beauty and unfortunately it’s something that cannot be taught. However, if understood by the viewer or not it’s extremely important to our feelings and these days is very much underrated.
Works well!! DANKEEE
You're welcome, bitte
I disagree about the Zara one, I think the overlapping letter work pretty well.
I just don't like how boring so many logos tend to be, especially if they're nothing more than the brand name written in pretty average font. I like it a lot more when they put effort into making their own unique font or at the very least playing around with an existing one in a creative way like with the Zara on here.
6 golden rules. 1 golden channel. Thanks :)
Thanks for this :P
The reason manual kerning is a necessity is because it's virtually impossible for a typeface to be designed so that its kerning conforms to all imaginable letter arrangements. Yes, kerning groups exist, there are certain features that can help speed up the process, but sometimes in order to achieve the right balance you have to look at the word as a whole, not just at individual pairs or triplets. There's just too many possible combinations for this problem to be solved by the font designer. If you rely on automated kerning in a logotype, it's going to be sub-optimal. There is also a big difference between text and display type (sort of related to 4:44), and kerning is part of that difference. But automatic or built-in kerning can be a good starting point, depending on your workflow.
Good video.
thank you brother
You're welcome!
very helpful
Glad to hear that
Nice!!!!!!!
That font is reaaally pretty and neat
Thanks Amar: logodesignprocess.com/fonts
Hello sir! I have been watching your videos since last few days. Your explanation is unique. We can see the examples and learn. I had done a graphics course where all the softwares were taught. But personally I like illustrator and Photoshop. Since it's been long that I have practiced the softwares. I want to start from the scratch. I want to go in the field of designing.
Please guide me how to go about. How should I start practising? I wanted to go for freelancing as I need to workroom home.
Sir can you help me in this?
That's such a lot to reply to in a comment.
You need to first understand the graphic design principles, and understand them fully so you can see them in other people's designs.
Then of course you need to be comfortable in design software.
I suggest learning about marketing as well. It's very important.
thanks for tips
No problem!
I really learned alot
awesome stuff, thanks for the comment
I have dyslexia, which makes reading more difficult for me, and I’ve gotten the habit to guess words instead of fully read them. With logos that replace a letter with an icon or symbol I always read them wrong, you could say my dyslexia helps me to be a better designer by instinctively not understanding these types of logo’s hahah
Wow that's a really interesting insight. Thanks for sharing
@@SatoriGraphics you could make a video about keeping disabilities in mind when designing, truly good UI design should account for this.
Dyslexia effects 20% of us population alone. Colourblindness and ADHD or ADD effects about 8% of us population. Ect.
You get the point, if you are designing something it is very likely that some portion of that group will have some kind of disability and if you can, you should account for those people to make the design truly effective. In fact, in many cases, accounting for disability makes design (especially product design) better.
thanks it help
Thank you! ❤
No worries :D
Thank you 🙏🏽
Any time!
Wish I saw this before my last project. Violated the first rule but the client loved it 😔
I died at the Zara logo 😂😂
Awesome content bro
Now after watching this video
I can surely say, not every thing is meant to take seriously even if it is a golden rule though or even if it is a pro calling it a nerdiest thing...
I think the pale! Never had his boundation broken or have seen the thing little out of the conventional form.
just a constructive criticism...
I know he's way ahead of my league in terms of design topology but still he's calling the person weird who eats cereal without milk but the pale dont know that the real art comes out from an weird or super weird people unlike the people who follows the systematic way for every single thing, I think, that definitely not how the art should be done
Just a vantage from my side...
Thank you this is helpful..save!!😆😆
I started off coming to this channel exclusively to learn. Then somehow, over the last few years, Satori graphics got exponentially hotter, which has managed to become quite the [welcomed] distraction in the learning process for me. No complaints though, just thought I'd share to see if it was just me or not lol.
🔥🔥🔥
merci beaucoup a toi :))
Thank you for telling everything that I keep arguing with my clients ALL THE TIME.
lol. Instead of arguing, try showing them your design next to their idea, and explain why yours is better. Also you can show how notorious designs already do this and why it works 👍
nice video
Thanks
Very useful and informative tips, thanks 👍
My pleasure Kaku
For a long long time I thought the big O or backward 6 thingy at the beginning of the Asics logo was part of the word and it was some sort of diphthong or something.